More UAE travellers now seek substance over style or status

THEY'RE INCREASINGLY INVESTING IN HOW THEY FEEL, NOT JUST WHERE THEY STAY

- BY JUSTIN VARGHESE

Forget luxury shopping and beach lounging. UAE travellers are redefining why they travel — choosing journeys that transform rather than impress. A new generation is chasing authenticity, culture, and connection, with destinations like Japan, Georgia, and South Korea leading this shift from indulgence to experience.

“The way UAE tourists select and arrange their travels has changed significantly during the last few years,” said Anastasia Yanchenko, CEO of The Visa Services. “Consumer preferences in the UAE are changing from luxury shopping sprees and traditional vacation destinations to more meaningful, experience-driven travel.”

Yanchenko said this shift reflects a growing desire for cultural immersion and personal growth.

“A new era of travel behaviour in the emirates is being shaped by today’s tourists’ growing desire for authenticity, cultural immersion, and personal growth,” she added.